A REPORT ON ANALYZING AND PROPOSING MARKETING STRATEGIES FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK IN VIETNAM

VIETNAM NATIONAL UNIVERSITY
INTERNATIONAL SCHOOL
-----0-0-----

A REPORT ON ANALYZING AND PROPOSING MARKETING STRATEGIES
FOR PASTEURIZED FRESH MILK OF MOC CHAU MILK IN VIETNAM

Lecturer:

Assoc. Prof. Pham Thi Lien

Course:

Principles of Marketing

Course ID:

INS2003 - 07

Researcher:

Group 7

Hanoi, June 2022

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TABLE OF CONTENTS
CHAPTER 1: EXECUTIVE SUMMARY..................................................................................4
1.

Overview of this marketing plan.......................................................................................4

2.

The reason we selected moc chau milk for our research................................................4

CHAPTER 2: COMPANY’S OVERVIEW................................................................................5
2.1.

Introduction.....................................................................................................................5

2.2.

Business Model Canvas..................................................................................................8

CHAPTER 3: CURRENT MARKETING SITUATION.........................................................12
3.1.

Marketing Environment...............................................................................................12

3.2.

Competitive Situations..................................................................................................16

3.3.

Current STP Analysis...................................................................................................18

3.4.

Current Marketing Mix (4P).......................................................................................19

CHAPTER 4: SWOT ANALYSIS OF MOC CHAU MILK...................................................22
4.1.

Strengths........................................................................................................................22

4.2.

Weaknesses....................................................................................................................24

4.3.

Opportunities.................................................................................................................24

4.4.

Threats...........................................................................................................................26

CHAPTER 5: OBJECTIVES AND ISSUES.............................................................................28
5.1.

Common goals in one next year (from 6/2022 to 6/2023)..........................................28

5.2.

Ideas for marketing strategies for Moc Chau Milk pasteurized fresh milk products
28

CHAPTER 6: MARKETING STRATEGIES IN NEAR FUTURE FOR PASTEURIZED
FRESH MILK OF MOC CHAU MILK....................................................................................31
6.1.

STP Analysis..................................................................................................................31

6.2.

Marketing Mix (4P)......................................................................................................33

CHAPTER 7: ACTION PROGRAMS AND BUDGET...........................................................35
CHAPTER 8: CONTROLS........................................................................................................37
CHAPTER 9: CONCLUSION...................................................................................................38
REFERENCES............................................................................................................................39

2

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WORK BREAK DOWN STRUCTURE

Full Name

Student ID

Task

Contribution

Lê Thị Ngọc Linh
(Leader)

19071053

Chapter 2, 4 + STP Analysis
(Chapter 6) + Write report
and edit other parts

100%

Imamura Keita

21070921

Chapter 1, 7

80%

Lê Thu Phương

19071069

Chapter 3

95%

Phạm Mai Chi

21070226

Chapter 9

90%

Phạm Thị Quỳnh

20070591

Chapter 8

85%

Trần Thùy Dương

20070436

Chapter 6

90%

Vũ Như Mai

20071032

Chapter 5

70%

3

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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM


A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

CHAPTER 1: EXECUTIVE SUMMARY
1. Overview of this marketing plan
We will describe a 1-year marketing plan for Moc Chau Milk pasteurized fresh milk from
1/6/2022 to 1/6/2023. In order, we referred to the current information and data which is in 2021.
This report is divided into 9 CHAPTERS.
For these chapters, we will show the following report will analyze the current marketing
situation in the macro environment, market strategy, marketing mix, and SWOT of Moc Chau
Milk, specifically in the current Vietnamese market. This report also will cover new marketing
strategies and new objectives for the pasteurized fresh milk products. In addition, its major action
programs and budgets are also recommended to advertise products and promote sales, revenue,
and profits by 2022.
2. The reason we selected moc chau milk for our research
We have two main reasons to select Moc Chau Milk for our research. The first reason is
we think it’s better to propagate ordinary Vietnamese milk rather than international milk. The
second reason is that Moc Chau Milk’s quality is maintained by the company’s efforts and by
some high institutions. What we discovered recently is that Vietnamese people tend to prefer to
drink imported milk from overseas because people think Vietnamese milk is not well maintained.
Although, it’s different from Moc Chau Milk’s case. It’s already being pasteurized as a beverage.

4

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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM


A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

CHAPTER 2: COMPANY’S OVERVIEW
2.1. Introduction

Moc Chau Milk (MCM), or Moc Chau Dairy Cattle Breeding Joint Stock Company, is one
of the most famous, largest and oldest domestic dairy brands in the North and Central regions of
Vietnam, as well as one of subsidiaries which is indirectly owned by Vinamilk through
GTNFoods Joint Stock Company (Moc Chau Milk’s Annual Report, 2019). The Company
supplies, processes and manufactures a wide range of dairy products, primarily milk and yogurt.
Moc Chau Milk, formerly known as Moc Chau Military Farm, was established on 8th
January, 1958 with the task of raising dairy cows, providing dairy cow breeds, manufacturing
and processing dairy products, and producing livestock feed. It is also the first unit which
initiates an animal husbandry and dairy producing industry in Vietnam. The Company currently
operates 02 pasteurization and sterilization factories that produce and package high-quality,
nutrient-dense dairy products using imported modern processing equipment from Tetra Pak
(Sweden) and completely sterile automatic packaging technology from Korea. Taking advantage
of the Moc Chau plateau's perfect climate and soil, Moc Chau Milk owns more than 27,138 dairy
cows from over 600 dairy farming households and 03 dairy breed centers. To ensure the quality
of raw milk materials, all dairy farms must commit to fully meeting 73 strict criteria of the
VietGAP1 process on dairy cattle raising, ranging from food and water management to livestock
sanitation. Before being purchased at the 21 milk collection places throughout the livestock area,
all milk expressed from cows will be preliminarily tested and checked by Moc Chau Milk’s
expertise team based on 10 quality criteria. The purchased milk will be refrigerated and

1

VietGAP: Vietnamese Good Agricultural Practices.
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

transported immediately to factories, where it will be manufactured and packaged before being
delivered to consumers across the country.
Product portfolio of this dairy brand is fairly diverse, including fresh milk products,
products made from milk. Not only does the Vinamilk brand offer various products ranging from
core dairy products like liquid milk (both UHT and pasteurized fresh milk) to value-added dairy
products like drinking and spoon yogurt, milk cakes, pure butter, cheese and milk scum, but it
also caters to the different needs of children, as well as other uses such as bartending, baking and
making desserts. Moc Chau Milk’s products must all go through a rigorous quality management
process based on ISO2 and HACCP3 international standards to ensure that they fulfill
international quality requirements for food safety and hygiene, thereby meeting almost all
nutritional needs of consumers which are increasing day by day.
The Vietnamese dairy market is usually a competitive industry, drawing a lot of interest
and investment from enterprises. Moc Chau Milk presently holds roughly more than 2% of the
country’s milk market share and 23% of the milk market share in the North market after
Vinamilk and TH True Milk, according to the Company’s Annual Report 2021. Although these
numbers are a modest amount in comparison to other domestic and foreign dairy brands in the
Vietnamese market, the Company nevertheless has a significant presence in the Vietnamese

dairy sector, with over 60,000 retail stores. In the context of worldwide socio-economic
instability and struggles due to detrimental impacts of the Covid-19 pandemic, the supply chain
crisis has caused serious damage to many businesses around the world, including Vietnam.
Domestic demand for dairy products, on the other hand, is less impacted because milk is an
essential product, and people's demand remains to increase for more fresh milk and yogurt
during epidemics. As a result, some fortunate dairy businesses have been able to maintain
positive revenue and profit levels. Moc Chau Milk has put a lot of effort into developing the
revenue growth over the last 02 years. Unlike 2020, net revenue increased by 3.6% to VND
2,926 billion, and profit after tax increased by 13.7% to VND 319.1 billion in 2021. Mrs. Mai
Kieu Lien, Chairwoman of the Board of Directors of Moc Chau Milk, stated that the Company
has been promoting the core strengths of the sustainable and self-contained agricultural value
chain, developing high-tech dairy cow breeding projects, investing in a modern milk processing
factory, and increasing the quality of raw milk materials in order to bring healthy products and
increase resistance to improve the quality of life of Vietnamese families. Moc Chau Milk has
also been working on enhancing the distribution and sales system, being flexible in coordinating
production plans, ensuring the supply of commodities, and focusing on implementing both shortterm and long-term investment and development initiatives.
Vision, Mission and Values

2
3

ISO: International Organization for Standardization.
HACCP: Hazard Analysis and Critical Control Point System.
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

1. Vision statement
“Bringing the desire to dominate the Vietnamese dairy market with love and enthusiasm
for the homeland, as well as serious investment and methodical strategy, Moc Chau Milk strives
to become the number one dairy brand in Vietnam, trusted and loved by everyone.”
2. Mission statement
“Moc Chau Milk has been offering Vietnamese people with the most scrumptious, fresh,
and high-quality products from the Moc Chau - Son La motherland. By delivering the message
“Green grassland - Fresh cool milk” 4, the Company is contributing to boost the quality of life of
people, particularly children, both physically and emotionally.”
3. Core values
Connection - “Moc Chau Milk is proud to be a company that has a solid relationship with
farmers, creating the highest value for their products.”
Innovation - “Constantly learning and embracing the quintessence of technology in order
to retain the full delicious taste and nutritious quality in each product.”
Trust - “Moc Chau Milk thrives on the trust of its entire workforce, consumers' confidence
in the product's quality, and its partners' and shareholders' deep faith and seriousness for the
Company.”
Responsibility - “Moc Chau Milk recognizes that success can only be achieved by always
attempting to add value to the lives of consumers while also acting responsibly toward the
environment and society as a whole.”
In gist, through 64 years of establishment and development, Moc Chau Milk has
confronted challenges and overcome limits to continuously transform, evolve and thrive. When
the vision, purpose, and core values all come together at the intersection point, it can be
concluded that this Company is not only steadily affirming the position of the Vietnamese dairy
brand in the domestic market but also strengthening its competitiveness when reaching out to the
global market. Along with that, Moc Chau Milk increasingly demonstrates positive imprints in
bringing values to the community, in the direction of a better and more sustainable development.

Other information
Moc Chau Milk’s CEO: Mr. Pham Hai Nam
Address: Moc Chau Farm Town, Moc Chau District, Son La Province
4

“Green grassland - Fresh cool milk”: “Thảo nguyên xanh - Sữa mát lành”.
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM


A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

Email:
Website: www.mcmilk.com.vn
Tel: 0212 3866 065 / Fax: 02123 866184
2.2. Business Model Canvas
COMPONENTS

DETAILS
- Individual consumers

Customer
Segments

- Distributors, wholesalers, retailers, stores & supermarkets
- Schools, canteens & bakeries

- Pure fresh milk
- Belief
- Sustainable development

Value Propositions
- Culture
- Tradition, creativity, innovation and modernity
- Environmentally friendly
- General trade: distributors, wholesalers and retailers
- Modern trade: supermarkets and convenience stores
Channels
- Online stores: Shopee, Lazada, Tiki, etc.
- “Cửa hàng sữa tươi Mộc Châu Milk” showroom system
Customer

- Customer service staff communicate with customers through
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

mobile phones, social media, etc.
- They listen to all its customers' suggestions and complaints
patiently
Relationships

- They support to exchange and return products
- Moc Chau Milk conducts a number of programs/funds to assist
underprivileged youngsters all around the country
- Sales of finished and merchandise goods
- Sales that are related to parties/stakeholders
Revenue Streams
- Other services
- Other revenues
- Raw materials developments (dairy farms, farmers, cows & milk)
- Distributors & retailers
Key Resources

- R&D expertise
- Financial resources (shareholders & investors)
- Factories

Key Activities

- Process, manufacture, distribute and retail dairy products
- Raise cattle and cultivation
- Develop new products to innovate and diversify product types
- Build farm systems integrated with advanced technologies and
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

machinery
- Expand market and increase revenue and profit
- Promote R&D activities, develop organic foods and apply advanced
biological technologies
- Advertise and brand products
- Farmers & dairy farms
- Vets
- Distributors & retailers
Key Partners

- Foreign partners who support the activities of exporting and
importing
- Associations & NGOs
- European suppliers for advanced machinery & equipment system
- Government

Cost Structure

- Employee salaries
- Provision for severance allowance
- Raw materials costs
- Machinery & equipment costs
- Manufacturing & packaging costs
- Warehousing & transportation costs

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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM


A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

- Utilities costs (electricity, water, heating, etc.)
- Cost of cow vaccination for the dairy farm system
- Depreciation costs
- Taxes, charges and fees
- Cost of support, advertising & promotion
- Cost of product invention & development
- Additional costs

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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

CHAPTER 3: CURRENT MARKETING SITUATION
3.1. Marketing Environment
3.1.1. Microenvironment
a. Enterprise
Moc Chau Milk is currently chaired by Mrs. Mai Kieu Lien as the Chairman of the Board

of Directors with many years of experience in the industry, so it can be seen that the building of
relationships and the ability to coordinate with departments is very good. Since participating in
the governance of Vinamilk from the beginning of 2020, Moc Chau Milk has recorded
significant growth with significantly improved operational efficiency. The Company has a board
of directors with many years of experience in the industry to help the Company grow and
develop.
b. Supplier
The supply of fresh milk materials: Moc Chau Milk has built a closed system of livestock
farms to supply its own milk processing factory. Besides always accompanying farmers, Moc
Chau Milk has been associated with nearly 600 farmer households for many years, both
transferring modern breeding technology and establishing an insurance fund. Milk prices,
livestock insurance, output for quality milk help farmers feel secure in production. In addition,
the company also invested hundreds of billions of VND to build the first modern production
plant, breeding center, and the first modern TMR animal feed factory in Vietnam. Selfmanufacturing of raw materials makes the company not have to worry about shortage of raw
materials and reduce the cost of importing raw materials. 
c. Marketing intermediaries
The distribution intermediaries of Moc Chau Milk are distributors, wholesalers, retailers,
organizations and businesses such as supermarkets, dairy agents, grocery stores, etc. The
selection of intermediaries Marketing for a company is not an easy task. Product distributors are
responsible for bringing products to consumers. These intermediaries create favorable conditions
for consumers to access products by displaying Moc Chau Milk's products. This will contribute
to promoting the image of Moc Chau Milk, creating convenience for the sale of products when
customers have a need to buy and use the product, contributing to increasing sales for Moc Chau
Milk. Thanks to agents and retailers, the Company has reduced a huge cost compared to opening
its own sales showrooms.
d. General public
Moc Chau Milk's PR activities are mostly associated with social activities, community
development and programs associated with young children, typically with programs such as:
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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

Miss Dairy, Moc Chau Milk: Accompanying the family in a new normal life with the slogan:
"Moc Chau Milk - Green grassland with cool Milk". In all communication activities in general
and advertising in particular, the message "The essence of nature is kept intact in every drop of
clean fresh milk". The main advertising activities of Moc Chau Milk must be mentioned such as:
Broadcasting TVC on TV channels VTV3, VTV1, VTV6, HTV7, SCTV2, ... with images of the
production process of clean fresh milk.
e. Customer
Talking about customers and distributors, the biggest problem is undoubtedly the price,
they can compare products in the same industry to create price pressure on the manufacturer. The
number of buyers will directly affect the revenue and brand of Moc Chau Milk. The Company in
the eyes of customers is a clean milk product from nature, so it is very accessible to customers
who care about health.
3.1.2. Macroenvironment
a. Vietnam Demographics 2021
As of December 31, 2021, the population of Vietnam is estimated at 98,564,407 people, an
increase of 830,246 people compared to the population of 97,757,118 people the previous year.
In 2021, the natural population growth rate is positive because the number of births exceeds the
number of deaths by 912,801 people. Due to migration the population decreased -82,555 people.
The sex ratio in the total population of 0.997 (997 men per 1,000 women) is lower than the
global sex ratio. The global sex ratio in the world in 2021 is about 1,017 males per 1,000
females. Below are the key figures for Vietnam population in 2021:
1,545,374 babies born

 632,573 people died
 Natural population growth: 912,801 people
 Migration: -82,555 people
 49,208,169 men as of December 31, 2021
 49,356,238 female as of December 31, 2021


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A.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAMA.REPORT.ON.ANALYZING.AND.PROPOSING.MARKETING.STRATEGIES.FOR.PASTEURIZED.FRESH.MILK.OF.MOC.CHAU.MILK.IN.VIETNAM

Scale of Vietnam's liquid Milk market in the period 2014-2018
Liquid milk market excluding other dairy products such as yogurt, cheese, ice cream,
butter, powdered milk, in 2018, revenue reached VND 48.9 trillion, with a stable growth rate of
10%. CAGR is predicted to decrease but still close to 7% to reach 66 trillion in 2023. Due to
limited income sources and distribution conditions, dairy products are being skewed towards
urban populations in terms of sales as well like product variety. Therefore, the rapidly growing
population size opens up a large market for Moc Chau Milk, creating opportunities to consume
products and increase sales. The population in urban areas increases, leading to improved living
standards. This also creates opportunities for dairy businesses in the market with great potential
and growing.
b. Economic

Vietnam is considered as a country with the highest demand for milk in the world, with

good premises such as stable economic growth, annual GDP per capita increase of 6-8%,
population growth on average 1%.  However, domestic raw materials for milk production in
Vietnam are still low, only meeting about 20% of market demand. Most companies producing
finished milk have to import raw milk. And while the retail milk price in Vietnam is always at a
very high level compared to the region and the world, the price of raw milk from companies for
farmers is very low.  In fact, the dairy market in Vietnam has emerged 3 big companies,
accounting for 75% of the market share and they seem to have an advantage when negotiating
prices with farmers, as well as offering the desired selling price of finished milk. Domestic raw

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